So Long, Agencies: Why Brands Are Shifting CTV Advertising In-House
by Stephen Graveman
3 Min Read
Forget searching multiple FAQs and sifting through multiple Google search results - this is your compendium of all things OTT
10 Min Read
OTT, CTV, AVOD, SVOD…what do these all mean? Put your ad tech dictionary away. Whether or not you want to solidify your understanding, get a better grip of the terminology, or have a massive case of FOMO – we’ve got you.
We covered this in our recent OTT versus CTV Advertising blog post, which refers to access to TV content using an internet connection instead of traditional cable or satellite. This content isn’t limited to TV only, but on any device that runs on internet connection:
OTT content is at its most optimum – from a branding and performance perspective – when viewed on TV in the comfort of your living room, but more about that later.
Like any other direct response channel – except with the immersive experience unique only to television. We delve into this further in the section below, but OTT ad platforms like MNTN Performance TV lets brands set up audience targeting, measure who is viewing an advertisement and then view how this stacks up against their other digital marketing efforts. It also works cross-device, meaning that the platform tracks users visiting your brand’s website after viewing the OTT ad and serves relevant display-ads along their journey until they finally convert on your website.
MNTN Performance TV offers superior reporting capabilities which tracks ad-side metrics like ad completion and website visits, as well as the popular measures of ROI including ROAS, CPV and conversions.
OTT advertising is a game changer, as it is a performance channel in every meaning of the word. It bridges the gap from being a pure branding exercise (on Linear TV) to one that can also be measured and tracked. Some of these platforms pride themselves on their data-driven approach, while others claim to be at the forefront of precision targeting. MNTN Performance TV addresses all of the concerns a performance marketer may have, packaged in a single user-interface:
Three words: Living Room Quality (LRQ). We acknowledge that OTT isn’t only limited to TV, but across other internet-connected devices. However, LRQ serves ads exclusively on TV devices as we know that this device is superior to other devices in terms of ad experience. Inventory that isn’t served on TV screens isn’t true OTT advertising, and when marketers spend their budget on it they’re not getting their money’s worth. MNTN Living Room Quality serves 15 or 30 second non-skippable ads to deliver a premium ad experience.
Serving any advertisement on low-quality inventory dilutes the impact of even the most compelling of advertisements – and is a huge waste of marketing dollars. A sweeping majority of advertisers agree that this is a huge concern of any brand, too:
We’ve selected only premium TV networks that we know are aligned to your brand, audience and specifically hand-picked to drive performance. These are 125+ reliable networks that we’ve all grown to know and love, like CNN, CNBC, Food Network, and more.
Where OTT advertising shines is in its reporting and targeting capabilities. MNTN Performance TV partners with the leading data provider, the Oracle Data Cloud, giving advertisers access to over 40,000 third-party audience segments. You can also use first-party data from your own website visitors and reach them with retargeting ads both on their other devices and OTT. View the reports and analytics for these as they happen in real-time on our reporting dashboard – better yet, see how these perform in relation to your other digital marketing efforts through our integration with Google Analytics to get a holistic view of your campaign. These are some of the (many) metrics that can be tracked:
These metrics can all be viewed on our reporting interface, and in any permutation to show those metrics that matter most to your brand.
We created an entire content series dedicated to this very topic, comparing OTT advertising to well known players in the programmatic space like YouTube, Demand Side Platforms (DSP), Linear TV, Display-Only and Video Ads. Apart from the inventory, tracking, measurement and overall experience benefits – attribution is a priority for performance marketers and they should be wary of how this is measured on other OTT ad platforms.
A legitimate performance marketing channel should be as transparent as possible, and MNTN Performance TV addresses this need through its accurate attribution capabilities via its proprietary Cross-Device Verified Visits feature. Cross-Device Verified Visits is our proprietary technology that measures any user visits to your site following the guaranteed in-view display of your ads, in a window of time defined by you. That means you’ll know when someone views your OTT ad to completion, and what device they use to convert. And since it only takes credit if the original ad was viewed to completion, it ensures it was your ad that initially prompted the sales journey.
Nope, it is entirely vertical agnostic, and benefits many categories. We have worked with global movie studios looking to drive brand awareness for their latest releases, through to retailers and F&B (food and beverage) brands. Any brand with a website or online presence to drive traffic, is a suitable candidate.
Nowadays, the majority of consumers (48%) go ‘straight to the source’ and buy direct from brands. This, combined with the fact that 75% of households now own a OTT device, is a compelling case for OTT advertising. These consumers are digital-natives at heart and are used to consuming information (and purchasing) cross device, which is one of the reasons why so many advertisers show interest in it as a marketing channel. Read up on some of the Case Studies on our site to learn more about how our customers have found great success advertising on Connected TV.
Pick your poison – prospecting or retargeting? Whichever (or it could be both) one you choose, MNTN Performance TV offers a solution for both:
OTT ads can be bought in two ways:
If you’re looking for a combination of flexibility and value without having to sacrifice (or worry about) where your content will end up, a programmatic buy is a wise choice.
Sure! You’ll find a treasure trove of our customer case studies here, but here are a couple that we’d like to highlight:
We don’t call ourselves a performance marketing platform for nothing. We’ve run the numbers across the board and are proud to report some solid averages. Note that campaign results vary and may be impact by budget, type of industry and time of year.
As you can imagine, we’ve only scratched the surface here, and our team is at the ready to answer any further questions you may have. If there’s something you’d like to clarify further, or if there are any challenges you’re facing in your current digital campaign strategy, we’re here to help. Try out the platform for yourself by filling out the form here and one of our team members will be in touch.